Serviceplan Group and the "Best Brands" Award have determined the winners of 2016!

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Best Brands 2017: BMW, Coca-Cola, Duplo, and Tesla are this year's winners

For the 14th year running, the strongest brands of the year were honoured at the Best Brands awards held in Munich’s Bayerischer Hof this evening. More than 600 invited guests from the world of business, trade, and media celebrated BMW’s award of “Best German Corporate Brand International”, Coca-Cola’s win as “Best Product Brand”, and Duplo’s “Best Growth Brand” prize. In the special category “Best Future Mobility Brand”, Tesla was honoured with the number one spot at the festive gala.

Best Brands, the award ceremony that has become the event of the year within the industry, has been held for the 14th year in the Hotel Bayerischer Hof in Munich. As in previous years, the best German brands were determined in four categories based on a representative consumer study by GfK and the Best Brands awards then presented at a festive gala. BMW, Coca-Cola, and Duplo were honoured this year. For the special category award “Best Future Mobility Brand”, Tesla representatives stepped up to the winner’s podium.

Best Brands has become increasingly successful over the years as the result of the professional cooperation of all the partners – these are GfK, ProSiebenSat.1 Media SE, WirtschaftsWoche, Markenverband (The German Brands Association), Serviceplan, Ströer SE, and DIE ZEIT.

Florian Haller, CEO of the Serviceplan Group, emphasized: “Every year, we not only offer surprise winners at the Best Brands awards, we also take care to present surprise guests at the gala, together with our long-term Best Brand partners. That’s why every year I look forward to this great event, which has developed through the years into the most important brand event nationally and internationally ̶ it’s now in China, Italy, and Belgium!”

The 2017 Winners

The Best Brands awards 2017 were awarded in the categories “Best Product Brand,” “Best Growth Brand,” and “Best Corporate Brand International,“ as well as in this year's special category, “Best Future Mobility Brand.” Since 2014, the “Best Corporate Brand” has been regularly analyzed at international level, so in 2017, for the third time, the “Best German Corporate Brand International” was recognized.

In the category “Best German Corporate Brand International”, BMW stands head and shoulders above the rest this year and is therefore number one for the third time since 2012. In this category, the reputation of German companies is not only measured in Germany, but also in other important export countries within the most significant economic areas: the USA (for North America), China (for Asia), Brazil (for Latin America), and France (for Europe). Behind this automobile manufacturer follow Porsche, Coca-Cola, and Adidas.

The “Best Product Brand” of 2017 is Coca-Cola, which has landed the top spot for the first time. The brand strength of each evaluated brand was measured according to sales and customer attitude aspects: “Share of Market” not only covers market share, but also customer bonding or brand loyalty and the price premium, while “Share of Soul” stands for product brand recognition and the cross-selling potential, as well as brand relationship and brand experience.

Duplo received the honour of “Best Growth Brand”. The award marks the greatest value change in market share, in combination with the change in market attractiveness of the brand compared with the previous period. The study design is based on the one used for “Best Product Brand.” Runners-up to first-time winner Duplo were Perwoll and Miele.